The first phase was creating a “fake” candidate for the upcoming local elections. His name was Seyfi Solukal (his last name is a coined word meaning “take a breath”). He had all the necessary elements for popularity. Highly absurd promises, a kitsch heart symbol, a naive motto and an outdated graphic sense... Our guerilla posters graced every inch of the city. Press releases were sent, and an election jingle, a propoganda video and two viral films were produced. An official website, and fan pages on Facebook and Twitter were also created. In the second phase we used his surname to explain our real purpose which was “LET TURKEY BREATHE”. We started with a press conference indicating the true identity and the purpose of Seyfi Solukal. This was followed by a newspaper ad, radio spots and an email campaign. The campaign went far beyond expectations, every phase and material was original and not adapted.

Seyfi Solukal was invited to several tv channels, including CNN Turk. This has created $675.000 of TV Coverage. He was also asked to give interviews to newspapers which created $42.866 of Press Coverage. He has been invited to radio shows which has created a $30.000 of Radio Coverage. His name generates 37,700 results on Google which created $50.000 of Web Coverage. Eventually the campaign, with a budget of $9000 achieved $797.000 worth of media coverage. The number of candidates who have signed the Declaration has escalated from a poor 5 to an astonishing 74.